Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability - Paleo Foundation
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February 2021
THIRD-PARTY CERTIFICATION RESEARCH
Lesser Evil: A Health Food
Brand that is Embracing
Multifaceted Sustainability
Tobias Roberts 1 ID | Karen Pendergrass 2 ID
Roberts, T., Pendergrass, K. (2021). Lesser
Evil: A Health Food Brand that is Embracing
Multifaceted Sustainability. Third Party
Certification Research. The Paleo
Foundation.
1Department of Community Research, The
Paleo Foundation, El Salvador.
2Department of Standards, The Paleo
Foundation, Encinitas, CA
CONTACT
1Email: tobias@paleofoundation.org
2Email: karen@paleofoundation.com
2Twitter: @5wordsorlesskp
KEYWORDS
Paleo Diet
Lesser Evil
Sustainability
Third party certification
Paleo Certification
Grain-Free Certification
Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
Third-party certification RESEARCH
Lesser Evil: A Health Food Brand that is Embracing Multifaceted
Sustainability
Tobias P. Roberts 1 ID | Karen E. E. Pendergrass 2 ID
1
Department of Standards, Paleo
Foundation, Encinitas, CA Abstract
2
Department of Standards, Paleo
Growing consumer demand for healthy and sustainable food products is
Foundation, New York, NY
opening up markets for health food brands. As consumer interest grows,
Correspondence
Tobias Roberts brands that can show demonstrable and verifiable best practices in
Department of Community Research, everything from ingredient sourcing to environmentally friendly packaging
Paleo Foundation, El Salvador
stand to benefit from this market opportunity. Lesser Evil is one healthy snack
brand that has successfully tapped into this growing consumer awareness for
Contact
1
Email: karen@paleofoundation.com health and sustainability. Their independent, third party certifications are just
1
Twitter: @5WordsorlessKP
2 one aspect of an integrated branding strategy focused on multifaceted
Email: tobias@paleofoundation.org
sustainability.
KEYWORDS
Third party certification, Paleo Diet, Lesser Evil, Sustainability, Grain-Free
Certification
1 | INTRODUCTION
T
oday, most major food producers, distributors, U n f o r t u n a t e l y, s o m a n y f o o d c o m p a n i e s a n d
and corporations out there understand that the conglomerates consider this encouraging consumer
average consumer has concerns about where trend as just another way to use marketing ploys in order
their food comes from, how healthy it is, and the to increase their profit margins. Very few food brands
impact it has on society and the wider environment. willingly increase their production, manufacturing, or
Even if they´re not fully dedicated to fair wages for distribution costs in order to truly offer healthier and
migrant farm workers or cutting out trace glyphosate more environmentally friendly food products for the end
from foods we eat, most people do want healthy food consumer. Vegetable oils that claim to use healthier and
that didn´t require burning down swaths of the more sustainable olive or coconut oil, might only add
Amazon rainforest in order to source primary trace amounts of these oils while continuing to rely on
ingredients. In fact, a recent survey by L.E.K. palm and soy oils as the main ingredients in their
Consulting Group titled “Consumer Health Claims 3.0: products. While the actual product is just as unhealthy
The Next Generation of Mindful Food Consumption,” and environmentally damaging, these green-washing
finds that at least seven out of every ten consumers companies are able to tap into consumer desire for
say that they are willing to pay a premium price for better food products in order to increase their market
food products that are branded as natural, ethical, or share.
otherwise more healthy and sustainable. [1]
© 2021 The Paleo Foundation 2
Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
Sustainability in the food industry really has no exact Their Grain-Free Certified Paleo Puffs are made from
definition or necessary attributes. It is one of those organic cassava, coconut and sweet potato flours, and
words that can mean everything or nothing, offer a nutritious snack option for the millions of people
depending on who you ask. Lesser Evil is one health following the Paleo, Keto, Whole30, and other grain-
food brand offering a wide variety of healthy snacks free diets. Similarly, their grain free egg white curls are
that, unlike most food corporations, takes crafted with sustainably-sourced ingredients like
sustainability seriously and has made it a genuine American Humane certified cage-free egg white
guiding value of the company ethos. powder, organic avocado oil and Himalayan pink salt.
After the successful rebranding campaign focused on
2 | WHO IS LESSER EVIL? healthy and more sustainable products, Lesser Evil was
able to drastically increase its customer base, and has
Lesser Evil was a snack food company that originally expanded its distribution. Today, the company´s
got its start several decades ago when the Atkins Diet Buddha Bowls of popcorn, egg white curls, and other
was taking the country by storm. As the brand name healthy, low carb snack options can be found at
suggests, the original idea was to offer people snack retailers such as Whole Foods and Natural Grocers
food options that were less damaging than the potato across the country. They also have a thriving e-
chips and cheese puffs that we had become used to. commerce business and sell their snack food products
The brand stopped short of actually providing healthy on online marketplaces such as Amazon, Thrive Market
snack food options for people. As this original low- and Vitacost.
carb diet started to lose traction amongst the
population, Lesser Evil was losing customers and in
serious financial stress. In 2012, Charles Coristine 3 | AN OVERARCHING COMMITMENT TO HEALTH
bought the company and began a serious rebranding AND SUSTAINABILITY IN THE SNACK INDUSTRY
process focused on developing truly healthy and
sustainable products that people could feel good Healthier ingredients are only one aspect of the overall
about eating. vision for a sustainable company that drives Lesser Evil.
In a recent interview with Forbes Magazine, Coristine
According to their website, their mission states: “We says that “we're becoming more energy-efficient.
envision a better world where businesses prosper by We're composting our waste. We're now the first snack
providing benefit for all. We must be the change we brand to use biodegradable packaging. We're also
want by caring for our employees and customers, committed to providing organic products at almost the
giving back to our communities and fostering business same price point as conventional popcorn. [3] ” Unlike
practices that benefit the planet. We strive to grow most food companies, Lesser Evil owns their own
our business by fostering the most transparency and manufacturing facility. This allows the brand a rigorous
integrity of any food company in our industry.” [2] level of control in regards to the quality of ingredients,
the manufacturing process, and how workers are
Among their leading snack food products, the treated. The vision for a truly sustainable business
company offers organic popcorn made with organic practice that guides Lesser Evil can be broken down
coconut oil, extra-virgin avocado oil and organic, into three essential elements, which we will explore
grass-fed ghee. below:
© 2021 The Paleo Foundation 3Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
SUSTAINABLE AND ORGANIC INGREDIENT PRODUCTION EFFICIENCIES
SOURCING:
The ethic of sustainability at Lesser Evil begins with One of the hidden environmental and social costs of
providing their customers with natural, non-GMO the dinner on our dining room table is related to the
ingredients. The company operates under the production of those foods. Even the most
assumptions that “lesser is better,” and attempts to environmentally-conscious consumers who prioritize
reduce as much as possible the long ingredients lists sustainably-farmed ingredients and fair trade food
filled with chemical additives and preservatives that products rarely think about the greenhouse gas
have come to dominate most industrially produced emissions and other environmental consequences that
food products. come from the production and manufacture of foods.
According to a letter to their customers, Coristine says The food industry is responsible for up to 26 percent
that “as for our products — it’s all about sourcing the of all global greenhouse gas emissions. [5] While much
very best ingredients and providing them at a value of those emissions are tied to crop production and
proposition that no other brand can. Because we own changes in land use patterns, almost one-fifth of food-
our own facility, we don’t have to pay a middleman to related emissions come from the supply chain,
manufacture our products like many food companies including processing, transport, packaging, and retail.
do. We also have built an amazing supply chain and
warehouse our own ingredients which adds to the cost Lesser Evil is committed to reducing the carbon
savings. While we source many of ingredients as footprint of its manufacturing and production facility.
locally as possible, there are some ingredients we have Coristine says that “we also believe in global warming
to source internationally.” [4] and believe the time to act is NOW. In connection with
the state of CT we are participating in energy saving
Some of the international ingredients they use in their initiatives at our factory and office.” [4] The fact that
products include organic cold-pressed, extra virgin they also source locally much of their ingredients also
coconut oil from the Philippines, cold-pressed cuts into the emissions associated with the transport
avocado oil from Mexico, and organic grass-fed ghee of food.
from New Zealand. All of the popcorn they use is
locally sourced and 100 percent organically grown. Caitlin Mack, Senior Brand Manager for Lesser Evil
says that: “I think that the world is continuing to
Despite the fact that most of the sustainably-farmed evolve. We´re seeing things with our planet and global
and produced ingredients they use cost up to three warming and as a company we are trying to do a small
times as much as conventional crops produced with an part. Our goal is to have what we´re making have as
abundance of agro-chemicals, Lesser Evil is still able to little negative impact as possible.” Owning their own
sell all of their snack food products at cost-competitive factory and manufacturing facility has also allowed the
prices. Coristine adds that “our mantra around food is company to take direct control of the process of
that we would not put anything in our snacks that we cleaning up the inefficiencies involved in production.
wouldn’t feed our own children.”
© 2021 The Paleo Foundation 4Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
They have installed on demand water faucets and use This type of plastic incorporates a type of enzyme
an energy recovery ventilator that utilizes the hot air that helps break down more quickly. “We are always
from the facility and uses that to melt oil instead of wanting to up the level of the packaging,” Mack tells
using any extra heating source. The company is also us. We care about this and we know that’s consumers
in the process of installing solar panels on their care about that as well.” The company also composts
factory. According to Mack, “owning our own facility a large amount of its factory waste, thus further
allows us to impact the manufacturing process to be reducing stress on landfills around the country which
as green as possible.” are quickly filling up.
PACKAGING THAT IS LESS DAMAGING FOR THE
ENVIRONMENT 4 | THE ROLE OF THIRD-PARTY CERTIFICATIONS
IN CARVING OUT AN IDENTITY IN THE
In recent years, millions of shoppers around the world HEALTH AND SUSTAINABILITY FOOD MARKET
have taken the “plastic vs. paper” shopping bag
debate to more profound levels. Reusable, cloth bags A study titled “Third-Party Certification in the Global
are commonly used by shoppers across the country. A Agrifood System” published in the journal Food
2018 survey found that 38.68 percent of people aged Policy states the following [8]:
18 to 29 years claimed to regularly use reusable
grocery bags made from cloth or other materials. Recently, third-party certification
That number increased to almost 50 percent for (TPC) has emerged as a significant
shoppers over the age of 50, perhaps challenging the regulatory mechanism in the global
assumption that younger consumers are more agrifood system. It reflects a broader
environmentally conscious than older generation. [6] shift from public to private
governance. Traditionally,
While reusable shopping bags have avoided the
government agencies were
production of millions of plastic and paper “one-use”
responsible for monitoring food
bags, the amount of throw-away plastic, paper, and
safety and quality standards.
cardboard that we accumulate when purchasing
However, the globalization of the
items throughout the aisles of a supermarket is a
agrifood system, the consolidation of
more worrisome source of waste associated with
the food retail industry, and the rise in
grocery shopping. Even if you try to purchase mostly
private retailer standards have
fresh fruits and vegetables, the majority of other
precipitated a shift in responsibility
common food items that the vast majority of people
for this task to third-party certifiers.
rely on come packaged in absurd amounts of plastic.
This development is reconfiguring
The growing trend of plastic-free supermarkets social, political, and economic
expanding across Europe offers a hopeful example of relations throughout the
cutting plastic out of our food sourcing. [7] Lesser Evil contemporary agrifood system…At
contributes to this “less-waste” ethic by using only the same time, TPC also offers
enhanced biodegradable packaging for their opportunities to create alternative
products. Specifically, the company uses NEO plastics practices that are more socially and
for their packaging. environmentally sustainable.
© 2021 The Paleo Foundation 5Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
Lesser Evil, with its rigorous focus on sustainability, “With our Paleo Puffs, it unlocked a whole new
has naturally found an ally in third party certifications market in the grain free space. Consumers know us
as they seek to take their healthy and environmentally now for our grain-free products. We get a lot of
sustainable snack alternatives into the mainstream. In people saying that they love Cheetos, but can’t eat
the past couple of years, several of the products them anymore due to diets. They found the Paleo
marketed by the company have achieved Paleo Puffs and it really checks all the boxes for them. This
Certification, Keto certification, and Grain-Free really opened up a whole different type of market
certification from the Paleo Foundation. The brand is and our consumers have come to know us as the
also certified USDA Organic, non-GMO verified, and trustworthy brand providing grain-free snacks.”
Kosher certified.
Increasing levels of trust with consumers who are
Caitlin Mack, the senior brand manager at Lesser Evil, taking an increasingly proactive role in sourcing
believes that these certifications fit into the company healthy food options is key for brands within the
´s sustainability-focused business model. “We started health food industry. “You can make any claim you
with Paleo and Grain-free/Gluten free certification,” want, but adding third-party certifiers adds a level to
Mack says. “We thought there was a gap in the that trustworthiness,” Mack believes. “Knowing that
marketplace. People are looking for grain free there was another check that meets certain
products due to dietary restrictions and lifestyle guidelines and qualifications is important, and people
choices, and honestly there are not a lot of tasty are becoming more familiar and understanding that
options in the grain-free market.” In the past couple process.”
of years, the company has created innovative, grain-
free products such as their Paleo Puffs, Power Curls, Though Lesser Evil has prioritized their Paleo and
and Veggie Sticks that fit in with their growing grain-free products, they also believe that all of their
portfolio of grain-free and certified Paleo snack different third-party certifications bring their own
options. niche markets and appeal to different consumer
interests. “People have become more conscious
Mack believes that the company´s Paleo certification about what they eating. Non-GMO and USDA
has played a major role in increasing its customer organic are benchmarks that people expect,” Mack
base. “Even if people aren’t eating a Paleo diet, they states. “The Paleo and Grain-Free certification is an
understand the different values behind the Paleo added level of clout for our products…another check
diet,” Mack says. “If they choose a snack, they want in place to meet all those guidelines that people
minimal processing, clean ingredients. So our want.”
certifications let people know that everything is
tested. This ups our trustworthiness.” Displaying third-party certifications on packaging,
websites, and other promotional material is the most
Though Lesser Evil was originally focused on carving standard way of letting consumers know of the third-
out a niche within the popcorn market, their product party certifications that a brand possesses. However,
innovation, and Grain-Free and Paleo certifications Lesser Evil also developed specific marketing
have opened a whole new market for the brand. “At strategies focused on using these certifications to
first, we were heavily focused on popcorn as our key help their brand stand out from the competition.
product line,” Mack says.
© 2021 The Paleo Foundation 6Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021
We always tout our third-party certifications in our 5 | LESSER EVIL CERTIFICATIONS
different marketing channels,” Mack says. “Before
COVID, we were going to lots of consumer events,
Lesser Evil´s third-party cer3fica3ons include:
and these certifications are certainly good talking
points to have.” • Paleo Cer3fied
• Keto Cer3fied
Lesser Evil also uses their third party certifications in
• Grain Free Cer3fied
most of their retailer meetings. “Buyers (with
retailers) know about the trends and like these
• Non-GMO Project Cer3fied
certifications. Giving them that extra level of • Kosher Cer3fied
certification is beneficial to them. At the end of the • USDA Organic
day they want the best products for their
consumers,” Mack affirms.
6 | CONFLICTS OF INTEREST
While third-party certifications obviously appeal to
organic grocers and food retailers with a focus on
The authors report no conflicts of interest.
natural diets, Mack also believes that there is a
growing interest across the market for healthier food
alternatives. “I will say that in the past year or so,
interest in third party certifications has moved 7 | REFERENCES
beyond just the natural retailers,” Mack says. “Even
[1] Steingoltz, M.m Picciola, M., Wilson, R. (2018)
with the everyday big box stores it is growing
Consumer Health Claims 3.0: The Next Generation of
because it is becoming more common in the
Mindful Food Consumption. L.E.K. Consulting Group.
consumer lexicon. All retailers are becoming more
Available at: https://www.lek.com/insights/consumer-
aware of these diets and have more interest in
health-claims-30-next-generation-mindful-food-
providing these types of products,” she believes.
consumption
Through carefully sourcing organic, local, and non-
GMO ingredients, maximizing the energy efficiency
[2] Lesser Evil Website. Available at: https://
of their production facilities, and committing to less
lesserevil.com/
waste in their production and packaging, Lesser Evil
offers an example of how food brands can make
[3] Dube, R. (2019). Searching for a Smarter Snack:
sustainability a central part of their business ethos.
How This Mindful Leader Created A LesserEvil.
Their third party certifications are another integral
Forbes. Available at: https://www.forbes.com/sites/
part of their commitment to health and sustainability
robdube/2019/09/03/searching-for-a-smarter-snack-
as they add a level of consumer trust.
how-this-mindful-leader-created-a-lesserevil/
#ca8b1e35d46c
© 2021 The Paleo Foundation 7Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability Feburary, 2021 [4] Hello and thanks for dropping by to see what we’re all about! Community Culture. Lesser Evil website. Available at: https://lesserevil.com/blogs/ community-culture/letter-from-the-ceo [5] Ritchie, H. (2019). Food production is responsible for one-quarter of the world’s greenhouse gas emissions. Our World in Data. Available at: https:// ourworldindata.org/food-ghg-emissions [6] Kunst, Alexander. (2019). Share of Americans who use reusable grocery bags made from cloth or other materials in 2018, by age. Statista. Available at: https://www.statista.com/statistics/228384/people- who-use-reusable-grocery-bags-made-from-cloth-or- other-materials/ [7] Brutscher, F. Good-bye Garbage: Packaging-Free Supermarkets and the Zero-Waste Life. Living. American Express Essentials. Available at: https:// www.amexessentials.com/packaging-free- supermarkets/ [8] Hatanaka, M., Bain, C., & Busch, L. (2005). Third- party certification in the global agrifood system. Food Policy, 30(3), 354–369. doi:10.1016/j.foodpol. 2005.05.006 © 2021 The Paleo Foundation 8
Roberts, T., Pendergrass, K. (2021). Lesser Evil: A Health Food Brand that is Embracing Multifaceted Sustainability. Third Party Certification Research. The Paleo Foundation. This work is licensed under a Creative Commons Attribution 4.0 International License.
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